Getting Personal With Your Subscribers

Email communication has the ability to fit the needs of vast groups of individuals in unique ways. “One to one” communication has been the mantra when discussing interactive technologies for several years. Although email is not always used this way, it is the most successful online medium in reaching this objective. The reason that more people do not respond favorably to the idea of trading info for content is that many marketers have been unable to fulfill the capability of email. According to a study conducted last year found that in 2004 65% of consumers were willing to provide preference information in exchange for personalized content. In 2005 that number dropped to 59%. There has been a bigger drop in consumers willing to provide demographic information in exchange for personalized content. The number dropped from 57% in 2004 to 46% in 2005.

While 60% of those surveyed said that they would be willing to spend more than two minutes answering questions to receive personalized content, that number may be inflated. Internet users tend to demand instant gratification in the form of customer service and the customer experience. If you are planning a questionnaire, try to limit it to one minute allowing for a slow expansion. Or make it so engaging your customers won’t want to leave.